Picture 2.1 The Servicescape Model
Source: Harris Ezeh, 2008
2.2.2. Dimension of servicescape 2.2.2.1 Ambient conditions
a. Music
Music have a powerful effect on human behaviours, especially in service settings. Music could affect the customer’s behaviour, even if played at barely
audible volumes Lovelock, 2005. Brunner 1990, cited in Harris Ezeh, 2008: 394 defines music as “a
controllable complex chemistry of elements rather than a generic sonic mass”.
Servicescape Variables • Ambient Condition
1. Music 2. Aroma
3. Cleanliness • Design Factors
1. Implicit Communicators
2. Furnishing • Staff Behaviour
1. Constumer orientation
2. Credibility • Staff Image
1. Competence 2. Physical
Attractivenes
Loyalty Intentions
Numerous research studies have found that music affect the people such as making them walk faster or eat faster in restaurants. People tend to keep up with
the tempo of the music Lovelock, 2005
b. Scent
An ambient smell is one that pervades an environment, may or may not be consciously perceived by customers, and is not related to any particular product.
Lovelock, 2005. The scent in restaurant should be appropriate with the foods that they sell. The scent should also fresh and free from inappropriate scent that
can lead to dissatisfaction of the customer. Beside affecting the customer, the employees in servicescape area are also
affected by the scent provided. The scent can also be used to enhance the productivity of employees, so they could provide a better service environment.
c. Cleanliness
Cleanliness can be defined as free of dirt, and dirty objects, including dust, stains, bad smells and garbage. Cleanliness is important due to health, beauty,
absence of offensive odor, avoidance of shame, and to avoid the spreading of dirt and contaminants to oneself and others. In the case of some objects such as
windows or mirror, the purpose can also be transparency. www.Wikipedia.org.. Rosenquist 2005 notes that in hierarcy of need, the sanitation and
hygiene were important, suggesting that consumers in after getting their basic needs, they will pursue hedonistic or leisure activities are likely to want and
expect high standards of cleanliness. More specifically, Wakefield and Blodgett
1996 assert that “cleanliness is an important part of the servicescape”. Rosenquist, 2005; Wakefield et al, 1996 cited LC Harris, 2008: 395
2.2.2.2 Design Factors a. Implicit Communicator
Bitner 1992 stated that implicit communicators are elements that were visual and related to aesthetic appeal, while Buchanan and Huczynski, 1997
states that implicit communicators are tangible cues that is used to communicate information to the customer, about an organization’s beliefs and its ways of doing
things Buchanan et al, 1997 cited LC Harris, 2008. These ideas were reflected in music, art and dance as well as appreciation of color and form Zeithaml, 2006.
The challenge for servicescape designers is to use signs, symbols, and artifacts to guide customers clearly through the process of service delivery. This
task assumes particular importance in situations where there is a high proportion of new or infrequent customers, and or high degree of self service, especially
when there are few service staff available to guide customers through the process Lovelock, 2005
b. Furnishing
